[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fmkgo-rob-kingdom-the-biggest-challenges-of-running-seo-for-a-well-known-travel-brand-rob-kingdom":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":15,"acf":24,"head_links":269,"breadcrumbs":270,"reading_minutes":80,"category":278,"head":280},"2019-03-14T22:16:22",{"rendered":6},"\n\u003Cp class=\"p1\">\u003Cspan class=\"post\">\u003C\u002Fspan>Rob has worked in SEO for 12 years and is here to talk to us about the biggest challenges he’s faced of running SEO for a well known travel brand. He also will give viable solutions to each challenge, and will discuss how they approach it within his team.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>Rob Kingdom is the Senior SEO Manager at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.travelsupermarket.com\u002F\">TravelSupermarket.\u003C\u002Fa>\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fbrighton-seo-seo-for-travel-brands-image-1.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14270\" width=\"576\" height=\"432\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"challenge-1-getting-things-done\">Challenge 1: Getting things done.\u003C\u002Fh3>\n\n\n\n\u003Cp>The biggest mistake people make when trying to get things done is by start with ‘the thing they want’, and they ask for ‘the thing they want’, claims Rob. This is not great for technical people: they want to know why!\u003C\u002Fp>\n\n\n\n\u003Cul class=\"ul1 wp-block-list\">\u003Cli>\u003Cstrong>The solution:\u003C\u002Fstrong> bring people on the journey with you \u003Cul class=\"ul1\">\u003Cli>Rob says the best way to do this is through following this journey: \u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fbrighton-seo-seo-for-travel-brands-image-2.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14271\" width=\"576\" height=\"432\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Use data and insights\u003C\u002Fli>\u003Cli>Ultimately drive it back to a KPI and business goals \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"challenge-2-google\">Challenge 2: Google\u003C\u002Fh3>\n\n\n\n\u003Cp>There are always a number of challenges with Google, says Rob. But right now, the most pressing for the travel industry is how Google is rendering a load of new and different formats in the SERPs, which in turn monopolises the search results.\u003C\u002Fp>\n\n\n\n\u003Cp>As an example, Rob talks about Google flights product which has allegedly received numerous penalties for monopolising the market.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>What’s the issue here?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The problem for travel industry here is that the top positions are no longer visible, which makes it inevitably harder to gain traffic.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"ul1 wp-block-list\">\u003Cli>\u003Cstrong>The solution?\u003C\u002Fstrong> Look closely at the SERP formats per industry.\u003C\u002Fli>\u003Cli class=\"li1\">You need experimentation, says Rob. For example, when it comes to care hire, TravelSupermarket now writes more specifically about brands which has broken their content into ranking in position 0.\u003C\u002Fli>\u003Cli class=\"li1\">Similarly for their flights channel: they created a small resource on site which listed out cheap flights to Thailand, which now ranks as a featured snippet.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>You just need to adjust your content accordingly.\u003C\u002Fp>\u003C\u002Fblockquote>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"challenge-3-market-behaviours\">Challenge 3: Market behaviours\u003C\u002Fh3>\n\n\n\n\u003Cp>How people are looking for travel content online is changing, says Rob, especially in the travel industry. How is it changing?\u003C\u002Fp>\n\n\n\n\u003Cul class=\"ul1 wp-block-list\">\u003Cli class=\"li1\">60% of searches for destination are on now mobile\u003C\u002Fli>\u003Cli class=\"li1\">People are using it for research purposes\u003C\u002Fli>\u003Cli class=\"li1\">People are only booking through desktop\u003C\u002Fli>\u003Cli class=\"li1\">This means there are loads more mobile customers but these are not converting!\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"challenge-4-brexit\">Challenge 4: Brexit\u003C\u002Fh3>\n\n\n\n\u003Cp>Brexit has had a huge impact on consumer confidence, especially in the travel industry. No one knows what will happen, and that’s the issue. Consumers in general are simply less willing to book travel\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli> \u003Cstrong>The solution?\u003C\u002Fstrong> Their PR team put a positive spin on it to drive a different agenda: in fact TravelSupermakret has tonnes of their own data which they then used to push out to the press to give consumers some confidence back\u003Cul class=\"ul1\">\u003Cli>You have to interrupt the conversation with your own content. In fact, TravelSupermarket did exactly this, by creating an article which ranked it in the SERPs for longtail terms around uncertainty in the travel sector post-Brexit.\u003C\u002Fli>\u003Cli>Also, consider reactive PR: they actively involve themselves in reactive events internationally to jump on various country trends. \u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"challenge-5-managing-data-at-scale\">Challenge 5: managing data at scale\u003C\u002Fh3>\n\n\n\n\u003Cp>The pool of keywords we’re looking to track for a large brand in the travel sector is enormous, says Rob.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>The solution:\u003C\u002Fstrong> they use ahrefs to show keywords of competitors to see keyword gaps\u003C\u002Fli>\u003Cli>Despite this, Travel Supermarket did this and ended up with half a million keywords! \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>So.. another solution?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Slice the information. Break it down into segments, such as via the conversion funnel:\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fbrighton-seo-seo-for-travel-brands-image-1.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14270\" width=\"576\" height=\"432\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Or alternatively, they also slice it down into holiday types. To do this, they work closely with the commercial team: all inclusive\u002Fcity break etc – with this commercial understanding in mind, it means they can assign value to each and know which to prioritise.\u003C\u002Fli>\u003Cli>Or thirdly: slicing it down into personas!\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"challenge-6-how-can-we-measure-test-and-learn\">Challenge 6: how can we measure, test and learn\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"ul1 wp-block-list\">\u003Cli class=\"li1\">The solution: distilled ODN\u003C\u002Fli>\u003Cli class=\"li1\">This new tool they have invested in allows them to complete SEO testing, which works very separately to more traditional CRO testing\u003C\u002Fli>\u003Cli class=\"li1\">You can read more \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fodn.distilled.net\u002F\">about the tool here.\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"questions\">Questions?\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"ul1 wp-block-list\">\u003Cli class=\"li1\">Is there anything you’re doing with AI?\n\u003Cul class=\"ul1\">\n\u003Cli class=\"li1\">Rob’s answer: “Yes, we are keen to understand quality of content so one of the things we use AI for is to look at our content. We use a tool called Clearscope, which crawls language across all sites in top 30 positions for keywords you want to rank for – it looks at the semantic meaning between words\u002Falso looks for info that your competitors are talking about which you aren’t”\u003C\u002Fli>\n\u003Cli>You can read more about \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.clearscope.io\">Clearscope here.\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\u003C\u002Ful>\n",false,"standard",[10],1,[],[13,14],101,95,[16,17,18,19,20,21,22,23],"post-4303","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo",{"page_content_modules":25,"hero":76},[26,31],{"acf_fc_layout":27,"reduced":28,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":28,"title":29,"content":6,"authors":30},"blog_post_content",true,"MKGO – The biggest challenges of running SEO for a well-known travel brand – Rob Kingdom",[],{"acf_fc_layout":32,"reduced":28,"top_overlap":33,"bottom_underlap":33,"disable_observer":-1,"heading":34,"cta_text":35,"cta_link":36,"items":37},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[38,52,61],{"type_key":17,"title":39,"excerpt":40,"to":41,"postedAt":42,"readingTime":43,"image":44,"authors":45,"category":49},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[46],{"name":47,"image":48},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":50,"name":51},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":17,"title":53,"excerpt":54,"to":55,"postedAt":56,"readingTime":43,"image":57,"authors":58,"category":60},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[59],{"name":47,"image":48},{"to":50,"name":51},{"type_key":17,"title":62,"excerpt":63,"to":64,"postedAt":65,"readingTime":66,"image":67,"authors":68,"category":75},"How information gain solves commodity SEO","\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another? The answer lies in information gain. By moving away from replication and toward the creation of unique value, you provide both Google and users with a compelling reason to prefer your brand over […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F","2026-07-20T11:37:53",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[69,72],{"name":70,"image":71},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":73,"image":74},"Milly Green","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":50,"name":51},{"type":77,"style":78,"heading":29,"date":4,"updatedAt":79,"reading_minutes":80,"image":81,"imageAlt":29,"categories":82,"collections":268},"blog-post","light","2022-02-07T16:48:25",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FP1ZjA0Lq-050720211625512996_WhatsApp-Image-2019-03-14-at-20.01.36.jpeg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[83],{"id":10,"count":84,"description":85,"link":50,"name":51,"slug":86,"taxonomy":87,"parent":88,"meta":89,"acf":90,"head_links":91,"resource_count":92,"yoast_title":93,"yoast_meta":94,"yoast_json_ld":139,"_links":237,"path":50},431,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","seo","category",0,[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[95,97,100,103,106,109,112,114,116,118,121,124,127,130,133,136],{"property":96,"content":93},"title",{"property":98,"content":99},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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